Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/14624
Título: A matter of time: Phases of customer co-creation community participation and their impact on customer behavior
Autor: Schriewer, Armin
Orientador: Lages, Luis Filipe
Mahr, Dominik
Data de Defesa: Jan-2014
Resumo: Despite the growing relevance of co-creating customer communities only little scientific evidence is available on their impact on transactional behavior of participants. Previous research has mostly used self-reported data or distinguished only between during and pre-community phases obtaining mixed results. However, the author proposes that co-creating community activity takes place in five distinguishable phases and changes in transactional behavior are limited to certain phases. Using 33 months of transactional data of a Dutch online auction provider a study was conducted covering all five phases of the community co-creation process from community planning over community set-up, co-development and co-testing to post-launch. The overall results indicate mixed effects of community participation on the different transactional variables during the co-creation process. Community participation had positive effects on auctions listing behavior at the community set-up, co-development and post-launch phases, whereby the number of auctions listed peaked during the community set-up phase. These results suggest that the impact on transactional behavior differs between co-creation phases and different psychological mechanism limited to certain phases might trigger the respective changes.
URI: http://hdl.handle.net/10362/14624
Designação: Master Thesis Double Degree NOVA SBE & Maastricht University
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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